Branding Articles
When a brand messaging strategy lacks clarity, things start to break down fast. Inside the business, team members struggle to explain what makes you different. On the outside, buyers are […]
It always starts with a small request. A client asks us to refresh their logo. Maybe they want sleeker colors or a “more modern font.” From the outside, it looks […]
When you’re leading a B2B company, clarity isn’t just nice to have. It’s what helps you focus your team, make confident decisions, and actually reach the people you’re trying to […]
Building a long-term brand does not happen overnight. It is slow, deliberate work. For B2B companies, that work often shows up in the smallest details. The way a chart is […]
When your message and your customer experience do not match, people notice. They may not always be able to explain what feels wrong, but something will feel off. When customers […]
Brand identity design does more than keep things looking clean and professional, it tells people who you are before they even talk to you. For B2B companies, it can decide […]
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He Said, She Said: Razor Branding™ Podcast
- Betting on Yourself: Building a Fractional CMO Practice w/ Michelle Krier September 30, 2026In February, her role was eliminated. By March, she’d filed her LLC. By the end of May, she’d landed her first client. That’s the timeline Michelle Krier walks us through in this episode – and it’s a masterclass in what it actually looks like to bet on yourself when the decision gets made for you. […]Jaci Russo
- One Name. Five Banks. A State to Win. W/ Stan Sorensen September 23, 2026Most banks say they’re community-focused. Altabank had to prove it by tearing down the names people trusted most. In this episode of He Said, She Said: Razor Branding™, Jaci and Michael sit down with Stan Sorensen, Chief Marketing Officer at Altabank, a Utah-based community bank with over a century of history and a footprint that […]Jaci Russo
- How Senior Marketers Actually Land Their Next Job w/ Elda Macias September 16, 2026The average tenure for an in-house marketer is 18 months. That means nearly everyone in this profession will face a job search — probably more than once. The question is whether you’ll be ready when it comes. In this episode of He Said, She Said: Razor Branding™, Jaci and Michael sit down with Elda Macias, […]Jaci Russo
- Marketing a Brand Nobody Can See w/ Loree Faucett September 9, 2026Kicking Off Year 10 In IT services, everyone says the same thing. We’ll handle your tech. We’ll keep you safe. We’ll be there when you need us. So how do you build a brand that actually means something when your product is invisible and your buyer never wants to think about you? We’re kicking off […]Jaci Russo
- B2C Thinking in a B2B World. It Works. W/ Erik Koenig July 16, 2026Most B2B marketers think branding is a logo and a tagline. Erik Koenig thinks it’s a line on the floor left by a robot. And that instinct is exactly what separates a trusted brand from another systems integrator in a sea of sameness. In this episode of He Said, She Said: Razor Branding™, Jaci and […]Jaci Russo